Marketing Trendz Volume 21 March Edition 2017 Sample

M ARKETING TRENDZ V O LU M E 2 1 M A R C H E D I T I O N 2 0 1 7 KLÉPIERRE’S “LET’S PLAY” CAMPAIGN RANKS THE RULES OF RETAILTAINMENT Pure play shopping leader listens, learns and lends a new playbook Freshly launched, the start of the year marked Klépierre Group’s first time implementing a pan-European marketing campaign. Currently underway in 14 countries and 120 malls, Let’s Play stems from the customer- centric concept that shopping is a game. Consisting of traditional parts— players, rules and prizes—the campaign aims to engage with consumers on a new level, in a fun and creative way. The leading pure-play shopping center property company in Europe works to improve two types of necessary conditions: for retailers to successfully execute their strategies and for consumers to enjoy their overall mall experience. With primary campaign goals to further enhance The Group’s market-leading position by zeroing in on the trend for retailtainment and up the fun factor, Let’s Play addresses both retailer and consumer markets. Expecting to generate traffic, strengthen consumer attachment and expand the catchment area for each participating mall, public response will be closely monitored and measured. Based on a continent-wide social listening approach and yearlong study of social media comments and consumer interaction, The Group concluded that a number of rules apply to the shopping game. “To develop the campaign’s look and content, we evaluated thousands of comments posted spontaneously by consumers on [Facebook] to identify trends in the way people see shopping, in the way they approach an outing at the mall, and so on,” explained Elise Masurel, marketing director for Klépierre Group. Stop 'N' Swap with GrowNYC page 3 Cloverdale Mall and Students Tackle Sustainability page 9 Expore the Expanded KOP page 11 Spring in the Garden at Rundle Mall page 16 Webmasters page 20 Mic Mac Mall's Footprint Is Shrinking page 22 Missed an issue? Visit Continued on page 4… www.MarketingTrendz.net FOR SHOPPI NG C E N T E R PROF E SSIONA L S